Target turns to Brightstar and MarketSource for mobile

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Target is relying on two new services providers to operate its mobile business following an end to its short-lived relationship with RadioShack.

Target said it plans to rely on Brightstar, the world’s largest specialized wireless distributor and leading provider of diversified services to the wireless industry and MarketSource, a leading provider of integrated sales and marketing services company to support its mobile business beginning in April 2013. Target Mobile is the name of the retailer’s in-store wireless shopping stations that are available in 1,500 of its stores. Plans call for Brightstar to serve as Target’s mobile’s new supply chain and point-of-activation technology provider while MarketSource will be the in-store sales services partner.

"Collaborating with Brightstar and MarketSource will further enhance Target’s position in the wireless retail marketplace," said John Butcher, VP of electronics at Target. "These partnerships move the business forward and ensure our guests will receive the latest products and services coupled with Target’s exceptional value and best-in-class shopping experience."

The two companies assume responsibilities previously managed by RadioShack following Target and RadioShack’s inability to successfully renegotiate a contract. Since October 2012, RadioShack had been renegotiating the terms of the relationship with Target to establish an agreement that would be profitable to both companies, according to a RadioShack statement. At that time, RadioShack executed a termination notice that would allow the company to exit the Target business if an agreement could not be reached.

"In order for RadioShack to have continued this relationship, we needed to establish a new agreement that would be financially appealing to both companies," said Telvin Jeffries , RadioShack’s EVP, chief human resources officer and general manager of retail services. "Ultimately, we amicably agreed to dissolve the relationship."